New Premises
Limelight Diamonds Strengthens Presence in Jaipur with Second Store at Vaishali Nagar
India’s largest lab grown diamond jewellery brand expands further in Rajasthan to meet growing demand for sustainable luxury
Limelight Diamonds, India’s largest lab grown diamond jewellery brand, has launched its second store in Jaipur, further reinforcing its presence in Rajasthan. Following the success of its first store in the city, the new outlet is located at Vaishali Nagar, a prime lifestyle destination. The launch was led by, Karam Chawla, Director, Limelight Diamonds, Regional Partner and the Limelight leadership team.
The new store showcases Limelight’s signature lab grown diamond jewellery collections, ranging from solitaire necklaces, bracelets, rings, to earrings and much more. Each piece is crafted using advanced technology and reflects a blend of modern elegance with sustainability at its core. The store interiors reflect understated luxury, minimalism, and timeless design, offering Jaipur’s customers an elevated and immersive shopping experience.
To celebrate the launch, Limelight is offering an exclusive offer: shop jewellery at last year’s gold rate OR a free gold coin on purchases of Rs.50,000 and above. Offer valid until 2nd October, 2025.
“Jaipur is a city where heritage and modern aspirations coexist, and it continues to inspire our journey,” said Pooja Sheth Madhavan, Founder & MD, Limelight Diamonds. “With the opening of our second store in Vaishali Nagar, we are deepening our roots in this market and shaping a future where conscious luxury becomes an integral part of Jaipur’s evolving jewellery landscape.”
“Jaipur has always been at the heart of India’s jewellery traditions, and we are proud to be part of its evolving story,” said Karam Chawla, Director, Limelight Diamonds. “With our second store in Vaishali Nagar, we aim to bring Jaipur’s customers not just exquisite designs and contemporary collections, but also strengthen their confidence in trusted services such as buyback and exchange policies. Our endeavour is to make every purchase a meaningful experience, where beauty, responsibility, and transparency come together seamlessly.”
Limelight’s offerings go beyond stunning jewellery, with services like design customisation, lifetime buyback, 100% exchange guarantee, and value-protected jewellery insurance, ensuring long-term trust and value for customers.
The brand continues to expand rapidly across India, now present in 45+ cities with 50+ exclusive brand outlets and 40+ shop-in-shops, spanning locations such as Mumbai, Delhi, Jaipur, Varanasi, Ahmedabad, Hyderabad, Bangalore, Chennai, Vadodara, Rajkot, and more.
DiamondBuzz
Forevermark Diamond Jewellery Celebrates the Grand Opening of De Beers Group’s Largest Flagship Store in Mumbai
Nearly 5,000 sq. ft. Mumbai flagship debuts with a stunning launch event, unveiling the ICON Collection
Forevermark Diamond Jewellery marked a defining milestone in its India journey with the grand opening of the world’s largest flagship store by De Beers Group in Mumbai. Located at Crest Link, Khar West, at the heart of Linking Road, the nearly 5,000 sq. ft. store reflects the brand’s long-term commitment to Indian consumers seeking meaningful, design-led luxury.
The marquee launch was celebrated with an exclusive evening that brought together
Mumbai’s most influential tastemakers, jewellery connoisseurs, creative voices, socialites,
celebrities, and leading creators. Hosted within the flagship itself, the event offered guests a
first glimpse into the brand’s stunning universe, featuring a fashion showcase and immersive
experiences that seamlessly blended craftsmanship with contemporary style.
The evening unfolded with enthralling performances including live music and a spectacular
fashion showcase, complemented by interactive installations and AI integrations around the
Mine to Finger journey, branded photo moments, innovative tarot readings and displays of the new collection, creating an atmosphere of modern luxury and timeless elegance. Guests
explored the store’s full portfolio, from refined everyday diamond jewellery to statement and
high jewellery pieces, all designed to celebrate life’s most meaningful moments.
Every Forevermark Diamond Jewellery piece is crafted from some of the world’s most
beautiful, rare, and responsibly sourced diamonds, each bearing a unique inscription, a
promise of authenticity, integrity, and exceptional quality. This philosophy comes to life with
the launch of the all-new Forevermark Icon Collection, inspired by the North Star as a symbol of clarity, direction, and confidence. It features versatile everyday diamond jewellery styles,striking statement pieces, and iconic designs across rings, earrings, necklaces, and bracelets.
This collection launch is also accompanied by the brand’s new campaign titled ‘My Guiding
Light’ that celebrates four iconic women who represent modern Indian excellence across
diverse fields. Manu Bhaker, professional shooter and double Olympic medallist; Diana
Penty, actor; Masaba Gupta, designer, actor, and entrepreneur; and Princess Gauravi
Kumari of Jaipur, social entrepreneur, each embody individuality, strength, and purpose,
sharing their personal stories and perspectives through mini digital videos on Instagram.
Together, they reflect the belief that confidence and direction come from within, perfectly
aligning with the spirit of the Icon Collection.
All four of them were also in attendance at the event, bringing glamour and gravitas to the
evening and reinforcing the store’s position as a landmark destination in Mumbai’s luxury
retail landscape. The evening was further elevated by the presence of Mumbai Indian
Cricketers Amelia Kerr, Milly Illingworth and Sajeevan Sajana, whose stories of resilience,
precision and perseverance echo the enduring strength of natural diamonds.
Commenting on the launch, Sandrine Conseiller, CEO, Brands & Diamond Desirability, De Beers Group, said: “India is central to the future of the natural diamond category. The opening of our largest Forevermark store in Mumbai reflects both the strength of consumer response we are seeing and our long-term confidence in the market. As luxury consumption
in India becomes more considered and value-driven, Forevermark is well positioned to build relevance through trust, craftsmanship, and enduring desirability.”
Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, added: “Mumbai marks an important next chapter in Forevermark’s India story. Following the encouraging response to our New Delhi store, this flagship reflects the scale of opportunity ahead. As our largest store globally, it brings together our brand vision, retail ambition, and commitment to the Indian consumer. This opening is also a key step toward our longer-term plan of building a network of 100 Forevermark stores in India by 2030.”
The new Mumbai flagship blends Forevermark’s contemporary international design with
local sensibilities. The spacious store offers an immersive experience, showcasing everyday
diamond jewellery, statement and high jewellery pieces, and iconic designs in a setting that
reflects the brand’s commitment to thoughtful, experience-led luxury.
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